Index Living Mall Public Company Limited (ILM) is moving forward strongly in the second half of the year, preparing plans to tackle new economic challenges while reinforcing its position as Thailand’s No.1 Furniture & Home Decorative Destination. The company is expanding its new branch in Chiang Rai, marking its 35th location, with an investment of 200 million baht. The concept is 'Decorate Your Home in the City You Love,' showcasing a comprehensive range of home products that blend modern cozy design with the unique charm of Chiang Rai, aiming to create a seamless shopping experience that meets consumer demands and supports the furniture needs of the service sector, hotels, and resorts, aligning with the goal of making Chiang Rai a top tourist destination in Northern Thailand. This expansion is expected to drive revenue growth as planned.

Ms. Kritchanok Patmasathien, Managing Director of Index Living Mall Public Company Limited (ILM), a leader in the retail furniture and home decor business, revealed that expanding into potential regions is a strategy we have set. In the second half of 2025, the company is preparing flexible plans to face challenges from both external and internal factors robustly, reaffirming its position as “THAILAND’s NO.1 FURNITURE & HOME DECORATIVE DESTINATION.” The focus is on expanding branches in secondary cities and tourist destinations, with the latest being in Northern Thailand with the “Index Living Mall Chiang Rai” branch, the second in the northern region (after opening in Chiang Mai). This branch presents the concept of “Decorate Your Home in the City You Love,” offering a wide range of products including furniture, home essentials, and decor items that inspire daily living.

Index Living Mall Chiang Rai is located in a central area of Mueang Chiang Rai, at the Maekorn intersection (13 km from Chiang Rai Airport), covering approximately 6,300 square meters. With an investment of 200 million baht, it aims to provide a shopping experience for home products and create ‘THE NEW LIFE EXPERIENCE’ that everyone can enjoy with five highlights:

  • ‘New Design’ A New Definition of Design connects shopping through modern cozy design, incorporating the identity of Chiang Rai by using the orange trumpet flower, the province's symbol, to inspire unique beauty in both the exterior design and interior decor of the store. It also features handcrafted ceramic crafts from Wiang Kalong, Wiang Pa Pao, Chiang Rai, showcasing the best glazed pottery from skilled artisans who have preserved cultural heritage for generations. The store layout is designed to be flexible for product arrangement, using transparent wooden slats to separate furniture sets, creating an airy feel with soft earth tones to enhance warmth and relaxation, seamlessly connecting the shopping experience.
  • ‘New Zone’ Offering Superior Shopping Experiences includes quality furniture brands such as Index Furniture, Younique (built-in furniture), and value-for-money furniture brands like Winner Furniture and Furinbox, along with many famous mattress brands. Additionally, there is a DESIGN STUDIO designer hub providing advice and virtual room design, ready to support BUSINESS TO BUSINESS (B2B) services for interior design and decoration for businesses and entrepreneurs, including SMEs, real estate projects, hotels, hospitals, and VIP SPACE for special customers.
  • New Offers with Exciting Promotions to celebrate the opening of the branch… JOY Members receive special shopping privileges of 1,000 baht back for every 1,000 baht spent (for 5 days), totaling 400 privileges, along with daily flash sale items from August 27-31 only! Enjoy special privileges from Krungsri Consumer credit and KTC credit cards with 0% installment plans for up to 10 months, cashback, and many gifts such as gold bars, Index E-cash vouchers, and up to 15%* points exchange.
  • New Member Expanding JOY Member Base continuously in Northern Thailand, with data showing over 16,000 members across five provinces (Chiang Rai, Phayao, Nan, Phrae, Lampang). Index Living Mall offers exclusive privileges for JOY Members and new members, including a 200 baht discount (when spending 1,200 baht or more per receipt), an additional 600 points (worth 60 baht/point the next day), and special offers when using new member discount coupons.
  • Sustainability Promoting Sustainable Living because we believe that small behaviors at home can sustainably change the world. We have gathered a range of products that meet environmental and social sustainability under the concept “We Win, The World Wins, They Win.”

- ‘We Win’ for US #wellbeing focuses on products for better living, safety, functionality, and long-lasting use.

- ‘The World Wins’ for planet #recycling aims to create a livable world with Eco Products such as rattan, bamboo, rubberwood, corn husks, and recycled materials like fabric, plastic, and rubber scraps to use resources efficiently, including items that save energy and reduce plastic packaging to minimize waste.

- ‘They Win’ for all #supporting creates a strong community by supporting products from local communities to generate jobs and income.

Additionally, Index Living Mall Chiang Rai has structured its building to accommodate plans for rooftop solar installation, increasing the proportion of printed materials in the store using easily biodegradable corrugated paper (Eco) to 80%, with only 20% being PP board, and has implemented waste sorting within the branch. The company also promotes social development by providing employment opportunities for local residents in Chiang Rai and generating income for community groups by sourcing handmade bamboo fan products from local artisans in Mueang Ruang, Mae Korn, and weaving groups in San Sai Noi, Chiang Rai, to present as souvenirs during the branch opening celebration (on August 27). Furthermore, ILM employees from Chiang Rai are encouraged to transfer back to work in their hometowns to be with their families under the project ‘Go Home ILM Chiang Rai, Let’s Go Together.’

Ms. Kritchanok stated that the expansion in Chiang Rai not only drives business to strengthen the company but also delivers quality home products and services at reasonable prices to customers in the area and nearby provinces. It also contributes to the economic growth of Chiang Rai, which is a target secondary city for both Thai and international tourists due to its geographical uniqueness, being a natural tourism destination with diverse cultural arts, earning it the title of “Art City,” aligning with the tourism promotion and development plan with the vision of ‘Chiang Rai as a Creative Tourism City with Contemporary Local Ways, High-Value Agriculture, Balanced Environment, Aiming for Sustainability.’

Moreover, the ‘Half Price Thailand’ policy is a government initiative to stimulate tourism in 22 main provinces and 55 attractive secondary cities. According to the Tourism Authority of Thailand (TAT), in the first six months of 2025, Thailand's domestic tourism generated a total income of 1,340 billion baht, with 770 billion baht from foreign tourists and 570 billion baht from Thai tourists, making Chiang Rai the most visited secondary city.

According to the Kasikorn Research Center, it is expected that in 2025, Thai people will travel domestically 205 million times, growing by 2.2% from the previous year, with secondary tourist cities gaining more interest from Thai tourists due to the trend of avoiding crowded main tourist spots and seeking new destinations, with increased reviews of tourist attractions on social media and growing interest in religious tourism.

In conclusion, Index Living Mall aims for the Chiang Rai branch to be a central hub for lifestyle home products, offering complete solutions and designs for everyone. The official opening ceremony took place on August 27, featuring performances of traditional drums to create an auspicious atmosphere. The event was honored by various local organizations, including the Chiang Rai Tourism Industry Council, YEC President of the Chiang Rai Chamber of Commerce, Chiang Rai Art Association, Chiang Rai Media and Public Relations Association, Chiang Rai Ethnic and Community Tourism Association, Northern Tourism Federation of Chiang Rai, and Chiang Rai Tour Guide Association, along with warm welcomes from local customers who packed the store since its opening. The Chiang Rai branch is expected to drive revenue growth as planned,” Ms. Kritchanok concluded.